Blueland – D2C Ranking & Growth Metrics
Plastic-free refillable cleaning products for the home
Last updated · August 2026 edition · method v1.2
Blueland ranks #51 of 312 D2C brands in the August 2026 edition and #18 of 121 in Home, down 1 place on last month. We estimate Blueland's revenue is shrinking year on year (high confidence). Branded search is declining over the past year. Among home brands selling refillable cleaning products, its closest competitor is Cleancult (#303).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Blueland is today: #51 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Blueland's revenue growing?
We estimate Blueland's revenue is shrinking year on year (high confidence). Branded search is declining and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Blueland growing?
Blueland's Momentum score is 38.7, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #48 to #51 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Blueland
Blueland makes plastic-free cleaning products for the home, including tablets and refills for laundry, dish, hand soap, toilet cleaning and surface sprays. Products are designed to be used with reusable containers that customers refill over time rather than replacing plastic bottles. The brand targets households looking to reduce single-use plastic in their everyday cleaning routines while still wanting products that are effective and safe to use around children and pets.
Blueland branded search volume
How often people search for Blueland by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining. Demand is fairly steady through the year.
Blueland's audience, products and channels
Social audience
- Instagram blueland 474,472
- TikTok blueland 118,300
- YouTube 1,180
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store80
- New in the last 90 days9
- Typical price25
- Price range1 – 136
From Blueland's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia, Canada and the UK.
Ecommerce stack
- ReviewsOkendo
Tools detected on blueland.com; detection covers common apps and may miss some.
Blueland competitors
The home brands closest to Blueland: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Refillable household cleaning products in paper-based packaging.
Non-toxic, concentrated cleaning products for the home
Eco-certified, refillable multipurpose and home cleaning products.
Refillable, low-plastic laundry and cleaning products sold by subscription
Online and in-store custom picture framing for photos, art and keepsakes.
Blueland vs Cleancult
Blueland is the bigger brand (Scale 57.9 against 18.6), while Cleancult is growing faster (Momentum 43 against 39). See Cleancult's page.
| August 2026 | Blueland | Cleancult |
|---|---|---|
| Overall rank | #51 | #303 |
| Home rank | #18 | #119 |
| Scale (size) | 57.9 | 18.6 |
| Momentum (growth) | 38.7 | 43.1 |
| Branded search | 59 | 23 |
| Site traffic | 47 | 15 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Blueland: common questions
What does Blueland sell?
Plastic-free refillable cleaning products for the home. Known for: Laundry tablets, Dish tablets, Hand soap refills, Toilet cleaning tablets and Spray cleaners.
Where is Blueland from?
Blueland is based in United States.
Where can you buy Blueland?
Blueland sells through its own online store and selected retailers. Its online store is at blueland.com.
Who founded Blueland?
Blueland was founded by Sarah Paiji Yoo.
Is Blueland's revenue growing?
We estimate Blueland's revenue is shrinking year on year (high confidence). Branded search is declining and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Blueland's competitors?
Blueland's closest competitors in the Home category are Cleancult, Branch Basics, Koh and smol.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.